Empirical Study on the Impact of Short Video Content Marketing on Consumer's Purchasing Intention based on the Integrated Model of TRA and ELM
- DOI
- 10.2991/edmi-19.2019.86How to use a DOI?
- Keywords
- Short video; Content marketing; Brand identity; Product involvement.
- Abstract
With the popularity of mobile internet, the self-Media based on pictures and texts is approaching short video. In order to comply with consumers' preferences, businessmen are exploring the way of short video content marketing to present products to consumers and expect to eventually achieve revenue conversion. In this paper, a comprehensive model based on TRA and ELM was constructed after an in-depth study of the status quo of short video content marketing. After questionnaire design and data collection, SPSS and were used to analyze the data, and the constructed conceptual model was empirically tested. The results show that knowledge, interest and emotional short video content play an important role in driving consumers' purchase intention. Consumers' product involvement plays a part of regulating role, while brand identity plays a part of intermediary role in the whole process. Based on the conclusions, this paper puts forward suggestions and suggestions for the development of short video content marketing.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Qin Yang AU - Lingju Qin AU - Zhihui Chen AU - Shuangshuang Ji AU - Kongneng Zhang AU - Xiaolong Ma PY - 2019/08 DA - 2019/08 TI - Empirical Study on the Impact of Short Video Content Marketing on Consumer's Purchasing Intention based on the Integrated Model of TRA and ELM BT - Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019) PB - Atlantis Press SP - 519 EP - 524 SN - 2352-5428 UR - https://doi.org/10.2991/edmi-19.2019.86 DO - 10.2991/edmi-19.2019.86 ID - Yang2019/08 ER -